Live Reads Do Heavy Lifting for Radio
WANT TO BOOST RESULTS? GO LIVE, LOCAL, AND AUTHENTIC
Today's advertisers are looking for measurable results for their media buys. For radio, those results often take the form of attribution and lift studies, which prove an ad's effectiveness at driving consumer action. Veritone recently released findings from their Uplift Study, an extensive, year-long analysis of 250 local campaigns across nearly 100 radio and television stations. Their radio findings prove that radio works, driving a +5.4% lift in web traffic, and that radio's "special sauce" of live and local assets works even better.
Brands that utilize live reads are setting themselves up for success. Veritone found that live reads outperformed pre-recorded spots by more than double (+109%). They credit such a large increase to the personal connection and authenticity embodied by radio personalities, echoing what Katz has found in our own research on the Power of Local Radio Personalities. The relationship between personalities and listeners is personal, loyal, and influential, translating to a platform of authenticity that extends to live reads and endorsements.
The more advertisers and broadcasters delve into attribution, the better the outcomes will be for all. Radio attribution data will continue to inform smarter creative and ad placement decisions for advertisers, boosting advertiser confidence and investment in the medium.
Radio Drives TV Tune-In
Proving that radio accountability is not limited to measuring web lift, Westwood One reveals new analyses of Nielsen data that shows the impact radio ads have on TV tune-in.
Through its PPM Panel that measures radio and TV consumption, Nielsen is able to connect the dots between radio ad exposure, and subsequent TV program viewership. Using aggregate data from 15 studies, over 4 years, Westwood One finds that AM/FM Radio generates an average +33% lift in TV tune-in.
Further findings from Westwood One and Nielsen illustrate why AM/FM Radio is a good complement for campaigns driving TV tune-in. Radio delivers light/medium TV consumers, new viewers to the network, and draws a younger audience. Adding radio to the mix optimizes TV campaigns, bringing incremental reach and frequency for demos under-served by TV.